Come September, Singaporeans could be the first in the world to interact in real time with a programme on their TV or computer. The Media Development Authority (MDA) announced yesterday it was awarding its first niche Internet protocol television service (IPTV) licence to VeeV Interactive. VeeV TV, which will feature knowledge-focused content, says it is the first in the world to incorporate virtual reality into its programmes — allowing viewers to answer questions or play games and receive real-time feedback through the programme. Under the terms of the licence, the firm can offer a broad range over any delivery platform for up to 100,000 subscribers here. Chief operating officer Lara Lai said VeeV TV, which stands for Virtual Edutainment for Everyone, will stand out because of its niche in virtual edutainment, while other IPTV service providers focus mainly on entertainment. Slated to be launched in September, the service will initially have more than 10 channels focusing on the three genres of knowledge, lifestyle and culture. It will also embrace local content with over half of its channels showcasing local films, animation, lifestyle and cultural programmes..